General Online Marketing Library

Moving Beyond Marketing: Generating Social Business Value Across the Enterprise July, 2014
MIT Sloan Management Review and Deloitte

This report is based on a survey conducted in Fall, 2013 among 4,803 business executives, managers and analysts across 109 countries and 26 industries, with organizations of a broad range of sizes.  Respondents were asked to rate the maturity of their organization’s social business practice.  The report highlights how social business maturity has deep roots and that social business maturity translates into value.  The report highlights difference for B2C and B2B, key metrics used to demonstrate the value of social business programs, the importance of collaboration and information sharing across the enterprise, the integration of social data into the operational process, the powerful relationship between visible senior leadership support and social business maturity.  The report then describes how companies are “moving beyond marketing” to use social business to improve marketing, innovation, leadership and operations.


 

Consumer Sharing Trends Report Q2 2014 July, 2014
ShareThis

This report by ShareThis analyzes consumer sharing behavior from April to June across the entire ShareThis network

 


 

Emotional Connections Attract Digital Marketers' Branding Dollars June, 2014
MediaBrix and Millward Brown

MediaBrix and Millward Brown Digital polled 300 digital marketing decision makers at Fortune 5000 companies and leading advertising agencies in the United States. Key findings indiciate that digital marketing decision makers allocate their budgets fairly evenly across digital advertising formats. Read the full report.

 


 

A Nourished Life: Healthy Living, Trends, Attitudes and Behaviors June, 2014
POPSUGAR

POPSUGAR original research studies on healthy living. They also launched an insights platform dedicated to helping marketers better understand female consumers.


 

Site, Sound and Emotion: 2014 Lifestyle Video Study June, 2014
POPSUGAR

POPSUGAR original research study on women's emotional connection to lifestyle video content, conducted in partnership with ulive.com/Scripps and Ipsos OTX.

 


 

Q1 2014 Global Video Index May, 2014
Ooyala

Ooyala’s Q1 2014 Global Video Index illustrates the mobile viewing trend and more, crunching billions of bits of multi-screen video data from the first quarter of a year that will continue to see online video set new records.


 

Q1 2014 Global Video Index May, 2014
Ooyala

Ooyala’s Q1 2014 Global Video Index illustrates the mobile viewing trend and more, crunching billions of bits of multi-screen video data from the first quarter of a year that will continue to see online video set new records.


 

Q1 2014 Video Monetization Report May, 2014
FreeWheel

The FreeWheel Video Monetization Report is released quarterly and seeks to highlight the changing dynamics of how enterprise-class content owners and distributors are monetizing professional digital video content. The dataset used for this quarter's report is one of the largest available on the usage and monetization of professional, rights managed video content, and comprised over 75 billion video views and 60 billion video ad views in 2013.


 

2013 Branded Video Annual Report March, 2014
Visible Measures

As overall viewership grows, so do the average views per campaign. In 2013, three campaigns topped 100
million views. More than 1,020 campaigns topped 1 million views in 2013, the highest number to date. The
average campaign launched in 2013 drove more than 2.4 million views. This massive growth led the weekly
threshold for the Ad Age Viral Video Chart - the benchmark for branded video performance - to increase to
more than 2 million video views, its highest point in history.


 

FreeWheel Video Monetization Report, Q4 2013 March, 2014
FreeWheel

The FreeWheel Video Monetization Report is released quarterly and seeks to highlight the changing dynamics of how enterprise-class content owners and distributors are monetizing professional digital video content. The dataset used for this quarter's report is one of the largest available on the usage and monetization of professional, rights managed video content, and comprised over 75 billion video views and 60 billion video ad views in 2013.


 

Q4 2013 Email Benchmark Report March, 2014
Experian

The following report details the overall email marketing trends for the fourth quarter of 2013 as well as the key performance indicators (KPIs) that shaped the success of Experian Marketing Services clients’ email programs over the past two years.


 

RocketFuel Financial Services Q1 2014 February, 2014
RocketFuel

The findings in this study come from a survey of 757 consumers in December 2013 asking about their credit card preferences, usage habits, and history. Respondents were screened out based on a history of risky behavior (e.g. having declared bankruptcy or been late with a mortgage or credit-card payment). Ad interaction data comes from a sample of 2.1 billion impressions delivered to financial services campaigns run with Rocket Fuel between October and December 2013. Creative analysis was done on a sample of 2,300 distinct creatives from 205 credit-card and financial-services campaigns run with Rocket Fuel between October and November 2013.


 

FreeWheel Video Monetization Report, Q3 2013 December, 2013
FreeWheel

 In Q3 2013 we saw significant evidence of this consumer driven shift from linear TV viewing to anytime, anywhere, any device viewing demonstrated by the rapid growth in viewing on tablets, OTT, and mobile devices.


 

Q4 Branded Video Content December, 2013
Visible Measures

The massive growth in branded video is a testament to the growing importance of video content for brands, who understand how it can increase engagement and earned media more than traditional advertisements.


 

The Retargeting Barometer Report October, 2013
Powered by DigiDay

The resulting report is part of Chango’s ongoing programmatic marketing efforts to analyze the industry’s key trends, highlight best practices, and benchmark key activities.


 

B2B Content Marketing 2014 - Benchmarks, Budgets and Trends - North America October, 2013
Research conducted by Content Marketing Institute and Marketing Profs

Joe Pulizzi, who is a partner with the IAB on the Content Marketing Task Force, has published their annual B2B Content Marketing survey, a helpful resource for B2B content marketers.  The report identifies:

  • What are best-in-class B2B content marketers doing differently than their peers?
  • What type of functions are B2B marketers outsourcing (a new question asked this year)?
  • What are the primary goals for content marketing — and what are marketers doing to measure success?
  • How are marketers tailoring content?


 

Androids Speak Spanish But Brands Dont Speak Android October, 2013
Flurr

Why Are fewer branded apps optimized for spanish speakers given great brand and agency interest in the Hispanic market? Read this report to find out more


 

Androids Speak Spanish But Brands Dont Speak Android October, 2013
Flurry

Why Are fewer branded apps optimized for spanish speakers given great brand and agency interest in the Hispanic market? Read this report to find out more


 

Brand Marketers Guide to In-Image Advertising September, 2013
GumGum

This white paper by GumGum provides brands and the agency community with a basic overview of in-image advertising and how it can be used to reach their objectives.


 

Brand Building on Mobile Devices June, 2013
Fiksu

Fiksu's research organization, Fiksu Performance Labs, recently conducted some analysis to help marketers understand the impact that mobile app advertising can have compared to more traditional channels.


 

Visible Measures Q1 Branded Video Report June, 2013
Visible Measures

The report details viewer activity around branded content in Q1 2013. All campaigns in the report are measured on a True Reach™ basis, which combines the performance of brand-driven and audience-driven video clips across the web. All views are user-initiated, where a real person needs to press the “play” button to watch an ad. 


 

Leveraging Trade Associations for B2B Marketing June, 2013
Research conducted by Chango

This report highlights the many ways that B2B marketers can benefit from joining trade organizations such as the IAB.  You will learn how your organization can use Trade Associations to improve your company’s reputation, develop relationships with C-level professionals and tap into reliable-in-depth Knowledge about your industry that can guide your marketing efforts.  Julie Van Ullen, VP of Member Services at the IAB is quoted.


 

A Look Across Screens June, 2013
Nielsen

Both smartphones and tablets offer mobility of content; video content as well as at-our-fingertips access to
news, information, sports scores, social networking and shopping. In the spectrum of evolving media, nothing is growing faster than the adoption of portable devices or the consumption of content on these devices. Smartphones and tablets have revolutionized our ability to be connected


 

A Look Across Screens June, 2013
Nielsen

Both smartphones and tablets offer mobility of content; video content as well as at-our-fingertips access to
news, information, sports scores, social networking and shopping. In the spectrum of evolving media, nothing is growing faster than the adoption of portable devices or the consumption of content on these devices. Smartphones and tablets have revolutionized our ability to be connected


 

A Look Across Screens June, 2013
Nielsen

Both smartphones and tablets offer mobility of content; video content as well as at-our-fingertips access to
news, information, sports scores, social networking and shopping. In the spectrum of evolving media, nothing is growing faster than the adoption of portable devices or the consumption of content on these devices. Smartphones and tablets have revolutionized our ability to be connected


 

FreeWheel Video Monetization Report, Q1 2013 May, 2013
FreeWheel

The FreeWheel Video Monetization Report is released quarterly and seeks to highlight the changing dynamics of how enterprise-class content owners and distributors are monetizing professional digital video content. In this Q1 2013 report, two broad market segments are highlighted, both focused on premium online video: Linear + Digital and Digital Pure Play. Read more here.


 

The State of Social Media Advertising, And Where It’s Headed May, 2013
Business Insider

This report from BI Intelligence analyzes the state of social media advertising and where it is headed.  The report sources research from comScore, Nielsen, Experian, TBG Digital and BIA/Kelsey to provide an overview  of time spent on social by device, share of online ad budgets spent on social, a forecast of US social spend by device, a deeper look into Facebook Ad spend/performance by click-through rate and some early figures on US social ad forecast by ad format (native vs. display.)  The report ends with three main take-aways.


 

Chango Retargeting Barometer April, 2013
Research conducted by Chango

Retargeting is growing up. That’s the unmistakable takeaway of this year’s survey of more than 50 marketers and agencies. Find out how what they really think about retargeting, what are their budget allocations and their outlook on Site, Search and also FBX retargeting.


 

RTB Powers The Rapid Growth Of Online Video April, 2013
A Forrester Consulting Thought Leadership Paper Commissioned By SpotXchange

In January 2013, SpotXchange commissioned Forrester Consulting to size the online video RTB market between 2012 and 2014. Using Forrester Research Online Video Forecast, 2012 To 2017, Forrester Research, Inc., and interviews with online video buyers, sellers, and technology providers, Forrester found that RTB continues to grow rapidly as a percentage of the overall video market and as the definition of RTB continues to evolve from a bidding platform to a programmatic tool for buying based on multiple attributes. Over the past year, RTB has been the fastest growing segment of the online video business, growing more than 100% from 2011 to 2012, and forecast to grow more than 70% in 2013.


 

FreeWheel Video Monetization Report, Full year 2012 January, 2013
FreeWheel

The FreeWheel Video Monetization Report is released quarterly and seeks to highlight the changing dynamics of how enterprise-class content owners and distributors are monetizing professional digital video content. In this Full Year 2012 report, FreeWheel continue to report on content monetized, monetization related to content length, and the growth of non-PC/Mac video consumption and monetization. Read more here.


 

Measuring Cultural Orientation Among Hispanic Generational Segments Study January, 2013

We demonstrated that lifestage – as opposed to attitudes – had stronger effects on category behaviors within the Hispanic community. The study also found significant differences in cultural orientation across Hispanic generations, which have important implications for Hispanic marketers who are trying to find the best audience for their product category. We concluded that the combination of understanding the cultural orientation (Anglo, Hispanic, bi-cultural) of Hispanic consumers and practicing generational target marketing to those consumers can enhance the marketing efforts of companies serving the Hispanic community.


 

Latina Power Shift January, 2013
Nielsen/Batanga

The rise of Latinas – education, purchasing power, decision making, connectivity


 

Hispanic Trends Project January, 2013
Pew Research

Wide range of Hispanic data & research


 

Android speaks Spanish, but Brands don’t speak Android January, 2013
Flurry

Android app usage by Spanish speakers; brand opportunity


 

The African-American consumer 2013 report January, 2013
Nielsen & National Newspaper Publishers Association

Black purchasing patterns, media consumption, within generation and gender distinctions, demographics


 

Hispanic Consumers and Digital Media December, 2012
IAB (based on BIGInsight Data)

Overview of Hispanic consumers – language, media consumption, life stages, intent to spend


 

Terra’s 2012 Hispanic Digital Consumer Study by comScore December, 2012
Terra Networks & comScore

Consumer engagement with advertising, the Internet, and other technologies; purchase patterns


 

IT Purchasing Goes Social November, 2012
Research conducted by Forrester and Research Now as commissioned by LinkedIn

This report explores the dramatic impact social networks have on the B2B IT purchase process and provides and best practices to make it work for your marketing. The report details how Social ‘fits’ in the entire purchase process as well as key drivers and preferences for social network usage. While this is focused on IT, it likely has applicability to other B2B segments.


 

The Q2 2012 Cross-Platform Report November, 2012
Nielsen

Each quarter Nielsen chooses a trend to watch and feature in the report’s “center spread”. This Quarter’s center spread focuses on simultaneous usage. Nielsen noted that the increased penetration of devices that facilitate connection and communication are allowing consumers to engage in simultaneous usage or what they commonly refer to as multi-tasking. Americans are truly making the most of the technology at their fingertips!


 

2012 Online Video Presidential Ads Report November, 2012
Visible Measures

The online video campaign for the 2012 presidential cycle has been just as fierce as the TV and ground battles. There are numerous players involved on both sides driving viewership. Online video offers more flexibility than television for the campaigns to attack and respond to real-time events. Television ads, long-form documentaries, quick responses to attack ads and campaign gaffes, intimate looks at the candidates with their families, behind-the-scenes features, mashups, spoofs, and more are published online. There has never been so much video content for an electorate to consume. Instead of ads interrupting voters while they’re watching TV, or being skipped over with the help of DVRs, voters are actually choosing to watch presidential ads and content in online video.


 

In-app ads: How to get 20% engagement and 2000% higher click-through August, 2012
MediaBrix

MediaBrix, the app ad company, ran a survey to discover what people like and don’t like about advertising in apps: Facebook apps as well as mobile apps.


 

MediaMind Global Benchmarks Report August, 2012
MediaMind

Check out MediaMind’s Global Benchmarks Report to see how your country measures up.


 

State of Mobile Advertising August, 2012
Velti

Based on past iPhone releases, Velti predicts that within 6 months, iPhone 5 will drive over 25% of all iPhone impressions, and its release will result in a major upgrade cycle. Velti believes that the iPhone 5 will be adopted more quickly than the iPhone 4S and it will become one of the top 5 devices on the exchange within the next 6 months.


 

FreeWheel Video Monetization Report, Q3 2012 July, 2012
FreeWheel

The FreeWheel Video Monetization Report is released quarterly and seeks to highlight the changing dynamics of how enterprise-class content owners and distributors are monetizing professional digital video content. In this Q3 2012 report, FreeWheel continue to report on content monetized, monetization related to content length, and the growth of non-PC/Mac video consumption. Read more here.


 

OOYALA: Global Video Index Report July, 2012
OOYALA

OOYALA powers online video for more than 1,000 customers and reach viewers in every corner of the world, from Argentina to Zimbabwe. This report reveals insight into video views on PCs, smartphones, tablets and smart TVs.


 

Velti Survey Shows “Smartphone Gap” in the 2012 U.S. Presidential Election July, 2012
Velti

The survey findings reveal that there is a 'Smartphone Gap', a strong correlation between smartphone user demographics and voter preference. Smartphone owners' are becoming an entirely new demographic that presidential candidates need to take into consideration. There is a huge opportunity for candidates to sway voters through mobile, as it's personal, targetable and flexible.


 

The Direct and Indirect Value Affiliates Deliver to Advertisers June, 2012
LinkShare

Forrester explores how affiliate marketing sites are meeting the needs of today's savvy online shoppers.


 

BtoB Research Insights: The Maturation of Online Marketing May, 2012

BtoB, in partnership with bizo, conducted an extensive online survey in January and February, 2012 of B2B marketers and other executives about their views on online marketing and how to increase the value of their brands online. This white paper explores “the trend among B2B marketers to develop a more diversified marketing mix in order to meet the demands of the sales pipeline; the ingredients to a successful marketing mix online and the importance of display advertising as part of an integrated marketing strategy.


 

Internet Radio Advertising Impact Study April, 2012
Park Associates White Paper developed for TargetSpot

The IAB views this new TargetSpot study in the spirit of furthering understanding of cross-media advertising impact.This paper presents evidence for the power of Internet Radio advertising to increase the effectiveness of both digital (Internet) and Broadcast Radio ads. The IAB hopes these findings encourage marketers to think holistically about their advertising campaigns, and explore and take advantage of the synergistic benefits of well conceived and executed cross-media advertising campaigns, including digital audio.


 

Global AdMetrics Report April, 2012
Adfonic

The Adfonic reports are based on tens of billions of ad requests processed monthly by the Adfonic marketplace. The Q2 2012 report draws from analysis of thousands of mobile advertising campaigns, spanning almost fifteen thousand mobile sites and apps.


 

RKG Digital Marketing Report April, 2012
RKG

RKG report drills down from high level overall performance metrics to the results for the brand and non-brand segments for each engine. They also spotlight the latest trends in mobile and included a number of other data points you’re unlikely to find anywhere else in one report.


 

Q2 2012 Social Video Advertising Report April, 2012
Visible Measures

People chose to watch advertisements nearly 900 million times in Q2 2012. This marks an increase of over 45% from Q2 2011, and a jump of almost 75% from Q2 2010. In fact, Q2 2012 is the second largest quarter in social video advertising history, coming in behind Q1 2012, which was inherently larger due to the surplus of campaigns for the Super Bowl. In this quarterly report, Visible Measures takes a look at the most-watched campaigns, brands, creative agencies, and industries in social video.


 

Visible Measures February, 2012
The 2011 Social Video Advertising Report

Over the past few years, social video has been one of the fastest growing advertising industries. 2011 was no exception. By the end of 2011, consumers had chosen to watch ads over 5.6 billion times. These are active, leanforward, user-initiated views where a real person needs to press the play button with the intention of watching an ad.

Audiences are directly responsible for 1.5 billion of these views for brand marketers by copying, mixing, mashing, spoofing, and reposting their ads across the Web. Read more about how social video views nearly doubled in 2011.


 

2012 Mobile Future in Focus February, 2012
comScore

This report examines the mobile and connected device landscape across the mobile markets measured by comScore – primarily the United States, United Kingdom, France, Germany, Italy, Spain, Japan, and Canada – through an exploration of dominant themes in smartphone adoption growth, mobile media use in areas such as social networking and retail, platform ecosystem dynamics, and shifts in multi-device digital media consumption.


 

2012 U.S. Digital Future in Focus February, 2012
comScore

The rise of smartphones and tablets has drastically altered consumers’ digital media consumption – changing the way people access content, where they consume it and the frequency of consumption. This evolution of digital device interaction has given rise to an age of ‘digital omnivores’ – consumers who access content through several touch points during the course of their daily digital lives. Read more about comScore’s key insights from 2011 and what they mean for the coming year.


 

What’s Trending in Display for Publishers
Full Year 2011 Results
January, 2012
Google

Publishers face the ever-changing complexities of selling display ads and reaching new audiences. As a business partner to publishers around the world, Google is no stranger to these challenges. They rely on data-based insights to guide their business decisions. During Google’s routine deep-dives into the publisher display dynamics, they frequently notice trends that may be of interest to clients as well.


 

Q1 2012 Social Video Advertising Report January, 2012
Visible Measures

Audiences chose to watch advertisements over 1.3 billion times in Q1 2012, making it the biggest social video quarter in history. The recordbreaking view count of 1.3 billion marks an increase of over 40% compared to Q1 2011, and a massive 225% jump compared to Q1 2010. Historically, Q1 produces big numbers because of the Super Bowl, but the significant increase in views this quarter compared to previous years illustrates just how fast the social video industry is growing.


 

Q1 2012 The Cross Platform Report January, 2012
Nielsen

There is no doubt that consumer choice in how they watch video continues to grow. The shifts in the distribution of time spent across screens and devices demonstrate that more and more of us are taking advantage of the increased ability to determine what we watch, how we watch, and where we watch. No longer does one size fit all, and trends continue to emerge.


 

Lessons Learned: Mazimizing Returns with Digital Media January, 2012
comScore

As digital advertising continues to grow in both importance and sophistication, so does the need for guiding principles about how to get the most out of this medium. Through comScore’s extensive research in the digital advertising space, the’ve identified Five Key Lessons Learned, which help to shed light on the current state of the industry and guide marketers down a path toward more effective planning, stronger evaluation and overall improved results.


 

Mobile Millennials January, 2012
BUZZMEDIA Labs

Mobile barcodes have gone from niche engagement tool to center-stage digital marketing vehicle, breathing life into traditional and digital marketing media by allowing brands to instantly engage with their target audience. Adding a mobile barcode to a static print advertisement, or on package or at shelf creates a new interactive opportunity for the brand owner or retailer to engage their target audience wherever they are.


 

Mobile-Local Performance Stats January, 2012
xAd

Just one year after declaring the “year of mobile”, the industry continues to accelerate at an exciting rate as brands and SMBs learn the value of mobile advertising. Leading the charge in mobile’s continued growth is the value found in local-mobile targeting. From big brands to local businesses, mobile-local is making its way into advertising budgets in a big way. A recent BIA/Kelsey forecast places local-mobile at just under 50% of total mobile ad spend, but by 2016 mobile-local will make the leap to capture nearly two-thirds of this spend.


 

Video Advertising Metrics Report January, 2012
YuMe

This report provides a snapshot of key data and trends for in-stream video advertising across YUME’s network in 2011. YuMe serves in-stream video ads on the 1,600+ publisher sites who are members of its Connected Audience Network as well as publishers utilizing its video ad management System.


 

Digital Video Advertising Trends: 2012 January, 2012
Break Media

Break Media partnered with market research leader Advertiser Perceptions Inc. for its second in-depth study of digital video advertising. Break Media's goal was to look how advertisers planned video ad spend in 2011 compared to their actual spend, what formats and practices are growing, and how and where advertisers plan to place video ads the next 12 months.


 

Discovery Research: Digital Perceptions Study January, 2012
Discovery

Over one thousand Discovery Viewers were surveyed about their media habits and thoughts concerning advertising in the digital age. The study sought to explore how adoption and usage of new devices and platforms is impacting consumers’ relationship with content and acceptance of advertising.


 

Maximizing Brand Engagement Time with Interactive Pre-­rolls January, 2012
Jivox

Jivox was the first company to provide BrandGage, a set of analytics that allows a detailed view into interactions as well as insight into user intent and purchase funnel stage.


 

Microsoft: New Ad Formats: The Science Bit January, 2012
Microsoft

The IAB’s Rising Stars formats were selected for their potential to drive brand equity at scale. But marketers and planners want to know how they compare to the current ‘go-to’ standard formats for branding at scale such as the MPU. Why? Because nowadays it is all about ROI not risk. The new formats are more expensive to buy, so the market needs evidence to justify that price premium and discover their true value in brand storytelling.


 

Discovery Research: Digital Perceptions Study January, 2012
Discovery

Over one thousand Discovery Viewers were surveyed about their media habits and thoughts concerning advertising in the digital age. The study sought to explore how adoption and usage of new devices and platforms is impacting consumers’ relationship with content and acceptance of advertising.


 

The Rich and The Powerful January, 2012
MediaMind

Rich media ads boost advertiser site visits nearly three-fold compared to standard banners. A newly released MediaMind analysis looks at how rich media and standard banners affect site visits.


 

Lessons Learned: Maximizing Returns with Digital Media January, 2012
comScore

As digital advertising continues to grow in both importance and sophistication, so does the need for guiding principles about how to get the most out of this medium. Through comScore’s extensive research in the digital advertising space, we’ve identified Five Key Lessons Learned, which help to shed light on the current state of the industry and guide marketers down a path toward more effective planning, stronger evaluation and overall improved results.


 

State of the Media: U.S. Digital Consumer Report, Q3-4 2011 January, 2012
Nielsen

Consumers have more choices than ever for accessing their digital content. As more devices become increasingly connected, the ability to access the same pictures, videos or music files across multiple devices has become a valuable feature.


 

Changing How the World Sees Digital Advertising January, 2012
ComScore

Across the globe, digital media has become an important component of every advertiser’s marketing mix. According to the Interactive Advertising Bureau (IAB), display-related advertising spending in the United States (U.S.) reached $10 billion in 2010 and has grown at 20%+ rates since then, far exceeding the growth of traditional media. Just as we’ve seen tremendous growth in terms of the volume of digital advertising, the landscape itself has also experienced a massive evolution. From new ad formats and placement strategies to new delivery systems and ad technology, it has become challenging for players across the industry to stay up-to-speed.


 

The Role of Digital Audio in the Evolution of Music Discovery December, 2011
TargetSpot

The internet and a wide variety of fast-growing digital audio services are catalysts for individuals to both seek and discover new music on their own as well as to share their tastes with friends…and even strangers. Playlists have replaced mixed tapes, serving almost the same purpose—expressing our sentiments, and defining our individual musical style. The internet has widened the path for individuals to explore new sources of musical enjoyment and made it easy for others to be a part of that discovery process.


 

Yahoo!’s 2011 Insights Wrap-Up and 2012 Outlook December, 2011
Yahoo!

To stay competitive in today’s evolving digital landscape, advertisers need the latest trends, research and best practices. That’s why Yahoo! created this new e-magazine that features their most popular research insights from 2011, as well as a sneak peek at 2012.


 

Always On Women: A Survey of How Women Are Using Technology Today November, 2011
AdAge sponsored by Meredith in collaboration with JWT

So many women are using digital and mobile tools it’s hard to target all of them. Here’s a look at the mobile warriors as well as the more casual utalitarian users.


 

Digital Omnivores: How Tablets, Smartphones and Connected Devices are Changing U.S. Digital Media Consumption Habits October, 2011
comScore

Today’s digital media environment is rapidly evolving, driven by the proliferation of devices people use to consume content both at home, at work and on the go. Not too long ago, consumers depended solely on their desktop computer or laptop to connect online. Now, a growing number of consumers are likely to access a wide variety of digital content across a multitude of devices on a daily basis. With smartphones, tablets and other connected devices, consumers have become digital omnivores – not just because of the media they consume, but also in how they consume it. Cross-platform consumption has created a vastly different digital landscape, and it is one that requires insight into both the individual usage of devices as well as the nature of their complementary use.


 

How Tablets Smartphones and Connected Devices are Changing U.S. Digital Media Consumption Habits October, 2011
comScore

Today’s digital media environment is rapidly evolving, driven by the proliferation of devices people use to consume content both at home, at work and on the go. Not too long ago, consumers depended solely on their desktop computer or laptop to connect online. Now, a growing number of consumers are likely to access a wide variety of digital content across a multitude of devices on a daily basis. With smartphones, tablets and other connected devices, consumers have become digital omnivores – not just because of the media they consume, but also in how they consume it. Cross-platform consumption has created a vastly different digital landscape, and it is one that requires insight into both the individual usage of devices as well as the nature of their complementary use.


 

The Psychology of Sharing: Why Do People Share Online? October, 2011
The New York Times

Despite a profusion of articles and information surrounding social media and content sharing, the basic question of why people share content online has slipped by largely unanswered. This study, a comprehensive, three-phase research initiative undertaken by The New York Times, is the first to analyze the consumer motivations underlying online content sharing. In addition to identifying the five primary motivations for sharing, our segmentation analysis differentiates between sharing consumers and identifies the six primary personality types of online sharers.


 

The Mobile Consumer: Hispanics, Movies, & Mobile Report August, 2011
Briabe Mobile

The Mobile Consumer: Hispanics, Movies, & Mobile report reveals that Hispanics are more avid moviegoers than other ethnic groups, and that nearly three-quarters of Hispanics rely on their mobile phones when planning to see a movie. The best time to reach this active segment via mobile is within the 4 hours before a movie show time. This report illustrates, without a doubt, the importance of the mobile device and mobile media in the decision-making process and represents a great opportunity for mobile strategies to get Hispanic moviegoers into seats.


 

SocialCode Unveils Facebook Advertising Research August, 2011
SocialCode

SocialCode, a full-service Facebook agency working with top global brands and agencies to translate their marketing goals on to Facebook, announces results from a new Facebook advertising research study.


 

Mobile Barcode Best Practices June, 2011
NEOMEDIA

Mobile barcodes have gone from niche engagement tool to center-stage digital marketing vehicle, breathing life into traditional and digital marketing media by allowing brands to instantly engage with their target audience. Adding a mobile barcode to a static print advertisement, or on package or at shelf creates a new interactive opportunity for the brand owner or retailer to engage their target audience wherever they are.


 

Sharing: More Than Just Fans, Friends and Followers June, 2011
ShareThis

Sharing behavior—what people share and what they click on—reveals what is relevant to them at that moment. Marketers should consider sharing to be a sign of “inmarketness” and a prime audience for advertising. People are most likely to be sharing and clicking while brand consideration is still forming so sharing offers the relevance of search and remarketing, but at scale. Read more on this study from IAB member, ShareThis.


 

The Truth About Youth May, 2011
McCann Worldgroup

What motivates young people around the world today? Money? Fame? Justice? What makes them different from every generation that has come before? McCann Worldgroup asked 7000 young people around the world. In a world awash with information and misinformation, check out their TRUTHS.

Watch the video


 

Pharmaceutical Digital Marketing: Go Beyond Traditional Targeting April, 2011
ContextWeb

Few verticals are as challenged by online marketing as the pharmaceutical industry. When it comes to digital targeting, pharma is between a rock and a hard place, even though its annual digital spend is over $1 billion dollars.1 While widely used in other industries, cookie targeting is generally avoided in pharma due to privacy concerns, even though the practice is not outright forbidden by the U.S. Food and Drug Administration (FDA). Yet finding other targeting means is not always easy. Beyond targeting, drug companies are hyper-sensitive to brand safety issues and can ill afford to have an ad displayed on a page with inappropriate content as it can undermine their credibility.


 

The Power of Relevancy April, 2011
Yahoo!

Digital marketers continue to experiment with the latest advancements in targeting to help them reach the right audience at the right time with the right message. As marketers navigate the increasingly complex digital marketing landscape, it’s important to understand which targeting techniques are most impactful and why. Using biometric and eye-tracking measures, Yahoo! unveiled surprising results about consumers' non-conscious reactions to online display advertising across different targeting techniques.


 

VideoMind Video Index Report April, 2011
Ooyala

This new report marks the first time Ooyala has offered a quarterly overview of the state of online video. The data set is vast: Ooyala handles more than 1 billion analytics pings per day, which reflect the anonymized viewing behavior of over 100 million monthly global unique users. Ooyala distills this data to help publishers make better decisions on how to tap new markets, grow audiences and increase revenue.


 

Digital Audio Usage Trends: A Highly Engaged Listenership April, 2011
Park Associates White Paper developed for TargetSpot

The IAB believes these findings will help marketers, agencies, and media companies alike get a better handle on digital audio usage patterns, and we hope that this work inspires others to take a closer look at this dynamic and fast-growing sector of the interactive landscape.


 

Planning Audience Reach with ‘Adjusted Unique’ April, 2011
MediaMind

Traditional cookie metrics inaccurately overestimates the number of unique users by 3X, which is a result of simple cookie counting and doesn't take into account deleted browser cookies. The new MRC certified "Adjusted Unique" metric from MediaMind statistically adjusts and calculates each unique user and help advertisers correctly assess the number of impressions they need to reach their desired audience.


 

Xbox helps Reese's sweeten brand awareness and engagement March, 2011
Microsoft Advertising

Because 57 percent of the Xbox LIVE® 18+ audience doesn’t use TV as their main form of entertainment, Microsoft® Advertising created a visually rich Branded Destination Experience (BDE) to reach consumers who would miss Reese’s TV ads. The campaign was one of the best performing in Xbox LIVE history, with click-through rates as high as 10 percent and engaging over 1.4 million contest participants. Users responded strongly to the content by downloading more than 124,000 streams of the Reese’s ad.


 

Online Video & the Media Industry January, 2011
Brightcove

Brightcove and TubeMogul have teamed up to develop an online video index and quarterly research report, which will help identify key industry trends and answer questions about the state of the industry.


 

U.S. Video Market At-A-Glance January, 2011
Videology

This infographic represents the total video impressions served through Videology (not the total overall internet video audience) from Jan- Mar 2012.


 

DoubleClick January, 2011
Response Rates

Display advertising is going through the biggest and most important revolution in its history. DoubleClick shares benchmarks for measuring click through rates on display ads in this trend report. Please note the data is DoubleClick's internal data and not representative of the entire market.


 

InsightExpress' Mobile InsightNorms January, 2011
InsightExpress

Yearly comparisons show that mobile campaigns in the past year have done a great job of capturing consumers’ attention (Mobile Ad Awareness metric) and educating them (Message Association metric). For the most part, the other metrics have remained relatively stable over the past three years. This demonstrates that mobile is maintaining its effectiveness, even as it becomes more established.


 

Mobile Internet – Delivering on the Promise of Mobile Advertising January, 2011
Yahoo!

Mobile Internet – Delivering on the Promise of Mobile Advertising represents the first in a series of white papers from Yahoo! that provides an overview of the mobile landscape, explores the potential of emerging applications and explains mobile capabilities to marketers looking to integrate mobile into their advertising campaigns. This paper discusses mobile and tablet usage, delivers insights about mobile advertising effectiveness, presents real world case studies and details current best practices in mobile advertising.


 

Retail shoppers: purchase paths and the media that influences them December, 2010
Microsoft Advertising

A just released Microsoft Advertising study—in partnership with Carat—looked at how shopper behavior has changed, specifically how shoppers approach purchase decisions and the media that influences these purchases.


 

Moms in the multi-screen world December, 2010
comScore & ValueClick

Microsoft Advertising recently conducted a study on the media usage, attitudes and expectations of “Multi-screen Moms.” Some key findings: Moms are leaders in screen convergence, extending media activities across multiple screens, especially mobile media. Moms are more receptive to marketing messages on every screen compared to other audiences. Moms highly value consistent, connected cross-screen media experiences.


 

Cross-Platform Optimization: Getting to a Smarter Mix November, 2010
Yahoo!

In today’s media landscape, content is consumed across multiple media, often simultaneously. To most effectively reach your target audience, media buying and planning must evolve to keep up with these changing consumer dynamics. Recognizing the challenge that planners and brands face when optimizing media allocations across multiple platforms, Yahoo! and Nielsen partnered on a new methodology to identify a “Smarter Mix” of media spending across platforms.


 

Women and moms online: research on the new decision makers November, 2010
Microsoft Advertising

The results provide self-reported insights into a representative group of women on Microsoft Advertising properties. Microsoft Advertising created five consumer profiles that better explain the attitude and behavior unique to the Microsoft Advertising female audience.


 

When Money Moves to Digital, Where Should It Go? September, 2010
comScore & ValueClick

Online display advertising continues to increase as a percentage of the overall marketing mix, and according to PricewaterhouseCoopers’ (PwC) Special Report, Global Entertainment and Media Outlook, the Internet will be the second-largest advertising medium by 2014. As quickly as advertising dollars are moving online, so is the availability of new media-placement strategies.


 

Connectonomics July, 2010
Yahoo!

Yahoo!’s Connectonomics study introduces a new way to think about marketing by exploring the universal needs of women, how different online channels deliver on those needs, and how marketers can message to women more effectively based on what we know about how each channel meets their specific needs.


 

Women on the Web: How Women are Shaping the Internet June, 2010
comScore

From advertisers to publishers and from content producers to agencies, nearly everyone can benefit from understanding Web usage patterns through a gender-specific lens. This global report provides an in-depth analysis of the female Internet user, highlighting key trends by Internet activity, worldwide region and digital channel.


 

U.S. Online Newspaper CPMs Nearly 3 Times Higher than Average May, 2010
comScore

The Internet has become an essential channel in the way the majority of Americans consume news content today with nearly 3 out of 5 Internet users reading newspapers online each month.


 

Understanding the Value of a Social Media Impression April, 2010

Facebook and Nielsen have conducted six months of research consisting of surveys of over 800,000 Facebook users and more than 125 individual Facebook advertising campaigns from 70 brand advertisers. As a result of this research, Nielsen and Facebook have uncovered new findings that hold important implications for advertisers.


 

comScore 2009 Digital U.S. Year in Review February, 2010
comScore

2009 represented a critical year in the relatively brief history of digital media; a year that was marred by the overhang of a global economic recession that had a particularly negative impact on the U.S. advertising and e-commerce markets. But it was also a year in which digital consumer activity soared, new innovations grabbed hold in the marketplace and businesses got more serious about navigating the digital landscape.


 

Social Media Best Practices: Question & Answer Forums December, 2009
Business.com

Ever participated in, or considered participating in, online Q&A forums such as LinkedIn Answers, Yahoo! Answers or Business.com Answers to build brand awareness, engage with prospects and/or generate leads? This free social media best practices report combines insights from over 1,100 Q&A forum users and over 800 companies participating in online Q&A with strategic best practice advice to help your company make the most of this emerging social media opportunity.


 

Engaging Small Business Decision Makers Through Social Media December, 2009
Business.com

How Small Business Decision Makers Utilize Social Media as a Resource for Business Information, with Implications for Improving Marketing to Small Business.


 

2009 B2B Social Media Benchmarking Study November, 2009
Business.com

An essential reference for business-to-business (B2B) marketers, this free report provides the benchmarking statistics necessary to determine whether social media channels offer a significant opportunity to reach and engage with your target business audience. Report is based on insights from nearly 2,500 people utilizing social media and social networking web sites to find business-relevant information as well as over 500 B2B companies currently managing social media initiatives to build brand awareness, engage prospects, drive site traffic and generate leads.


 

2009 Business Social Media Benchmarking Study November, 2009
Business.com

General Summary Report Based on Insights into Business Social Media Usage Provided by Nearly 3,000 North American Business Professionals


 

The State of Digital Display II October, 2009
Kathryn Koegel with data collaboration from Compete, comScore Dynamic Logic, InsightExpress, Microsoft/Atlas, Nielsen Online, and the IAB

The State of Digital Display II is a follow up to a paper published in May 2009 that argued that digital display advertising was misunderstood by industry analysts and reporters who inaccurately predicted its imminent demise. Using available data on trends in spend by category and information on new measurement techniques, the paper provided insights into an ad format in transition.

This follow-up paper takes another look at spend, formats, effectiveness metrics and industry trends to help marketers, agency executives and publishers make the most efficient usage of what is now a well-established advertising form.

The author is an independent media researcher and consultant who has held prominent marketing positions in the three leading media (print, TV and online).


 

Nielsen'sThree Screen Report October, 2009
Nielsen

Nielsen’s fourth quarter Three Screen Report – a regular analysis from Nielsen’s Anytime Anywhere Media Measurement™ initiative, which analyzes video and related consumer behavior – reveals that Americans continue to view video at a record pace.


 

Planner's Digital Dilemma - Online Research from Microsoft Atlas Institute July, 2009
Microsoft

This Digital Marketing Insight will examine why marketers are not taking advantage of the Internet’s mass appeal to build awareness for their products or services, and presents both near- and long-term solutions for the planner’s dilemma: bringing traditional media planning to digital media.


 

2008 Year-in-Review DoubleClick Benchmarks Report June, 2009
DoubleClick

Marketers and agencies are often faced with questions such as “How do I objectively know if my display ad campaigns are doing well?” and “Are there credible industry benchmarks out there?” Similarly, publishers look for industry-standard performance metrics to demonstrate the value of their advertising programs to their partners.

In response to these challenges, DoubleClick is publishing the DoubleClick Benchmarks Report, a free report on industry benchmarks that helps marketers, agencies, and publishers evaluate the performance of online display advertising campaigns in the U.S., relative to industry norms.


 

Luxury Lovers and Online May, 2009
Microsoft

A recent study conducted by London-based Essential Research explores the role of digital advertising in marketing luxury brands. Covering the US, UK, France and Japan, the study exposes a global appetite for luxury goods across Asia and Europe.


 

The State of Digital Display May, 2009
Kathryn Koegel with data collaboration from comScore Dynamic Logic, Microsoft/Atlas, and Nielsen Online

A thorough overview of the state of online display advertising, covering spending, display formats, industry verticals, success metrics, and the state of creative.


 

2009 Online Advertising Market Report April, 2009
Rubicon Project

Despite the less-than-optimistic predictions for growth in online advertising this year, the trends we’ve observed both in the news and in our own proprietary data reflect a healthy display ad market – one that’s still thriving in part due to the scale, targeting and automation that only ad networks and exchanges can provide.


 

Unlocking the B2B Web Analytics “Black Box” March, 2009
Business.com

Based on a study of over 27,000 B2B web sites, this report demonstrates why 93% of these companies are at risk of “optimizing” their online marketing campaigns into worse, rather than better, performance. Learn about the B2B web analytics “black box”, why different web analytics programs offer very different views of online marketing ROI and how to track B2B online marketing conversions both accurately and effectively.


 

The Long Road to Conversion: The Digital Purchase Funnel February, 2009
Microsoft Advertising

...Knowing when and where consumers are exposed to advertising is invaluable to any media plan attempting to leverage each consumer’s place in the funnel.


 

Young Adults and Brands Online October, 2008
Microsoft

The internet represents a tremendous opportunity for brands looking to engage with young adults, Synovate’s groundbreaking Young Adults Revealed study shows. However, to succeed in engaging with this generation, marketers will have to abandon several of their preconceptions about youth audiences.


 

Allstate and Search Display Content Ads September, 2008
Microsoft

The challenge was to determine what effect cross-channel branding would have. Allstate teamed with Microsoft Advertising to compare various combinations of search, display, and content ads to learn what would best drive brand metrics.

Microsoft Advertising also conducted 3 additional studies to understand the effects of running a search or display advertising campaign with other online channels. Read more of the Power of 3 case studies.


 

AdMob Mobile Metrics Report August, 2008
Admob

Admob serves ads for more than 5000 mobile web sites. This monthly report offers a snapshot of the data in our network to provide insight into trends in the mobile economy.


 

Understanding the Digital Savvy Consumer May, 2008
Scarborough Research

An analysis of the country’s most high-tech consumers: where they live, who they are, what they buy and what they watch/listen to/read.


 

2008 Online Advertising Market Report April, 2008
Rubicon

Having optimized more than 10 billion ads across 650 website and 60 ad networks, we have visibility into the market from a central point of view. With this report, we share our analysis of the data. We believe that a more educated market is a stronger one.


 

Cost-Effectively Reaching the In-Market Auto Buyer April, 2008
ValueClick Media

“The purpose of this study, conducted by Valueclick Media and interactive agency Goodway 2.0, was to evaluate networks as an alternative to advertising on automotive information sites. Moreover, the study sought to prove the most effective way to utilize networks, namely that running on a large number of sites and allowing optimization technology to determine those which are most effective will yield higher performance than presupposing what sites or channels will generate an advertiser's intended results.”


 

Massive Case Study Compendium April, 2008
Massive

The compendium describes the lucrative gaming landscape, and illustrates that in-game advertising is highly effective in impacting key marketing metrics across a variety of significant industries and brands - in addition to complementing the game play experience.


 

Online Ad Networks: Monetizing the Long Tail March, 2008
desilva+phillips

“Online advertising networks have emerged as a central vehicle for monetizing the Long Tail of the Internet. By aggregating traffic that was previously too difficult to buy or which was otherwise undesirable, ad networks provide small and mid-sized online publishers with significantly more advertising revenues than would otherwise be possible. And by finding ways to make this inventory more palatable to more advertisers, ad networks are positioned to grow faster than the broader market.”


 

Buzz Report BMW M3 Challenge February, 2008
Jogo

Buzz Capture combed the most popular sources across the net and within a few weeks produces an effectiveness study that confirmed the positive impact.


 

Going Mobile: Unlocking the potential of the mobile internet consumer version 2 January, 2008
Microsoft Advertiser and Publisher Solutions

The second issue of going mobile provides a detailed insight into the changing nature of the online audience and gives media planners a valuable tool to help them develop effective promotional campaigns, based on an up-to-date picture of their target market.


 

MTV Virtual Worlds January, 2008
Metacafe Case Study

The first MTV Virtual World virtual music video contest on metacafe ran for 5 weeks generating 547 video submissions that collectively received more than 12,5000 views.


 

Electronic Arts NFL Tour January, 2008
Metacafe Case Study

NFL Tour enjoyed major improvements across key metrics such as awareness, favorability, purchase intent, likelihood to recommend, and key brand attributes.


 

American Gangster on Metacafe January, 2008
Metacafe Case Study

The American Gangster Campaign on Metacafe was a strong success and illustrates the positive effects that can be achieved when advertising on short-form video sites. Nearly half of Metacafe viewers recall the campaign and evaluate it positively across the board." - Mike Vorhaus, Frank N. Magid Associates, Managing Director


 

BtoB Lead Generation Handbook January, 2008
Marketing Sherpa

MARKETING SHERPA: Lead generation has taken on new importance given the economic slowdown. Online marketing offers a lot of lead gen options, but what ones work best and how do you determine that? Marketing Sherpa surveyed thousands of marketers to identify strategies, tactics, testing, and results.

Download the Entire Handbook


 

True.com Case Study January, 2008
Epic Advertising

Epic worked with True.com to develop and implement a strategy that included continual traffic evaluation and development, data analysis, ppc marketing, media buying, and creative review.


 

Latest Smart Marketer Newsletters January, 2008

Terra Smart Marketer Newsletters are Terra's periodic ongoing research on the online Hispanic population.


 

Mobile Advertising Pushes the Right Buttons for Banking Leader January, 2008
Microsoft Ditigal Advertising Solutions

With the rise of mobile internet use, especially among a young, affluent demographic, advertisers a keenly interested in positioning to reach this audience. Mobile advertising is predicted to grow at an average rate of 72 percent each year for the next five years. The question for many advertisers is can this growing medium become a new way to generate customers and strengthen their brands? Please note that this case study is for a US retail banking institution and is based on US customer data.


 

Going Mobile: Unlocking the potential of the mobile internet consumer version 1 January, 2008
Microsoft Advertiser and Publisher Solutions

Going Mobile provides a glance an at-a-glance summary of quarterly trends in mobile internet usage across Europe. The data represented is based on research conducted by M:Metrics, giving media planners and buyers an authoritative and independent view of the sector.


 

2008 Election Research January, 2008
Burst Media

Burst Media recently surveyed more than 11,000 internet users between July 14-24, 2008. Over 4,000 survey respondents said they would definitely vote in the 2008 presidential election. The findings in the report are based on the responses of definite voters only.


 

Nokia Interactive Case Studies 2008 January, 2008
Nokia


 

Engagement Mapping January, 2008
Microsoft Advertiser & Publisher Solutions

Engagement mapping counts every customer touch point (not just the last) and enables advertisers to be more effective, more creative and more relative with their digital marketing.


 

2008 B2B Search Marketing Strategy Guide: Advice From The Pros January, 2008
Business.com

Based on survey responses from 144 search marketing agencies currently managing B2B client campaigns, this whitepaper offers key insights and tips to help B2B marketing professionals quickly deliver better search marketing ROI.


 

Mobile Best Practices January, 2008
InsightExpress

“...Mobile is a fairly recent addition to many media plans, it's important to understand exactly how consumers move through the various brand development stages.”


 

Beyond Search: Illuminating The Alltell Wireless Sales Funnel January, 2008
Microsoft Advertiser & Publisher Solutions

New capabilities such as Engagement Mapping, empower marketers to automate and customize their real time reporting with little to no change to current media optimization processes. As a result, agencies and advertisers are able to quickly and effectively substantiate previously undervalued channels such as display and rich media as well as justify budgets for emerging channels such as web video and mobile.


 

Widemile Case Study January, 2007
Widemile

Leading-edge companies employ a comprehensive optimization and improvement process to maintain and improve search engine marketing (SEM) and ROI. This case study examines how smartsheet.com, an online collaboration software provider based in Bellevue, WA, worked with Widemile to use multivariate optimization to double their SEM spending efficiency.


 

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If you are a member of the IAB and would like to submit research to our General Online Marketing Library, please email Shira Orbach.